Sanitarium has announced it has appointed independent agency The Works to handle the creative account for its liquid breakfast product UP&GO, following a thorough pitch process. The account was previously handled by BWM Dentsu.

Their appointment is immediate, and sees The Works become the lead agency for UP&GO across Australia and New Zealand.

Damian Pincus, founder and creative partner at The Works, said: “The pitch process was one of the most rewarding we have been through. The chemistry, culture and alignment of thinking between our two companies was amazing and will lead to a strong working relationship.

“It’s a great opportunity to be a part of a brand that is a genuine game-changer and has experienced incredible growth. We are excited about playing our role in the ongoing success and growth of UP&GO.”

The Works will initially be working on a fully-integrated campaign for the brand.